TikTok, Tourism Is Calling!

The rise of a 30-second itinerary or a well-thought-out marketing scheme?

By Saniya Makenova

Photograph by Sahanah Sharma

When we think of “the most magical place on earth,” we often think of Disneyland. However, in today’s digital age, that title has been reclaimed by TikTok. Think about it: corner coffee shops have become productivity havens, walking trails are seen as cinematic adventures, and libraries look straight out of Beauty and the Beast. But what’s behind these 30-second itineraries and bite-sized angles?

Curious, I fell into the trap of  “hidden gems” just outside my hometown. Heading to a viral cafe, I expected an aesthetic, sunlit, cozy atmosphere accompanied by “fair-priced coffee” and “zero crowds.”

Frankly, I should’ve known that those conditions only applied if you visited on a Tuesday at 6 a.m., ordered a small black coffee, and framed the space from one specific corner. In reality, the line snaked around the block, the famous seat was taken, and the coffee wasn’t life-changing for the price I paid. 

Well, I wouldn’t call that deception per se—it’s simply the nature of short-filmed content. TikTok creators often prioritize aesthetic over well-thought-out analysis to fit the flattering expectations of the viewers. Perfect lighting, fitting music and carefully chosen angles create an illusion that many of us often fall victim to. 

This appearance of effortless authenticity curates a sense of spontaneity that convinces millions that they, too, can find this magic.

Although mostly harmless, the influence of short videos can stretch a long way. Recently, TikTok has not only become the main source for entertainment, but also for travel ideas, restaurant picks and even campus sightseeing. These 30 seconds create strong expectations and a false sense of reliance, driving away genuine first impressions. Upon experiencing advertised products, we often run into real-life noise, crowds and lighting. What happened to the picture-perfect Instagram background? Where is the promised $5 coffee? Will I ever squeeze through the crowds to take a peak at the Mona Lisa?

Despite the filtered presentation, TikTok recommendations are far from worthless. Many trendy spots are quite enjoyable, just not entirely flawless. Maybe my coffee was more than $5 and I did spend 30 minutes in the line, but still, I found charm in this disarray once I adjusted my expectations. 

In the end, TikTok is objectively a great source for exploring inspiration. Does it guarantee a cinematic experience? Definitely not. But as long as we remember that a short scene doesn’t make up a whole movie, minor distortions shouldn’t affect our perceptions of the entire story. 

While not a promise, TikTok is simply a preview of the true big picture, building the walls of your magical kingdom yet leaving the finishing touches to the depths of your imagination.